This 42-page research report by Vince Emery, Karl Kadie, and Mary Laplante was published
by analyst firm Outsell Inc. It describes real-world approaches to increasing the value of content as a key
component of strategic brand management and marketing communications, citing examples of how industry leaders have succeeded and failed.
To my knowledge, this is the first study ever to focus specifically on managing multilingual marketing content. It tries to answer the question "What's so different about marketing content?"
This 24-page case study report was written by Mary Laplante with uncredited minor assistance from Vince Emery. It provides details of HP's
strategies for reaching global customers through content globalization.
This 10-page white paper by Vince Emery was published by
analyst firm The Gilbane Group, a division of Outsell Inc. When translators localize content into multiple languages, they use technologies created for traditional static content, not for social content. Social media produce relatively large volumes of
user-generated content that are then consumed by other users in real time or near real time. Even when assisted by technologies such as translation memory,
traditional human-generated translations are too costly for social media and certainly are too slow for translating content that customers can generate faster
than human translators can localize. The only viable alternative is real-time machine translation for social media. This paper describes new enterprise solutions
for rapid translation of social interactions and dynamic content.
This article first appeared in Net.Value. It generated such a wide response that other publications reprinted it. It uses the uproar over the flaw in
the Pentium chip to teach lessons about PR on the Internet. To answer the question that surprised readers ask most often: Yes, Intel did cooperate in the writing of this piece.